The Relationship between Clothing Brands’ Corporate Social Responsibility and Brand Attachment

Abstract

<p>在同類商品眾多的時代，企業提供著許多的產品讓消費者進行選購，而如何建立消費者情感連結，並維持長期之依附關係，是每個企業都正在積極努力的，像是參與社會公益活動等。因此，本研究在探討企業是否可經由落實社會責任而影響顧客對品牌的依附，使企業利於提升品牌價值與競爭優勢。</p> <p>本研究以服飾品牌為研究產業，研究對象以近半年內購買過服飾品牌之消費者為主要調查族群，資料收集工具為結構式問卷，發放203份問卷，有效問卷為176份。實證結果顯示，在控制產品品質的影響下，企業落實社會責任能正面影響消費者對品牌的依附程度。根據研究結果，提出在品牌經營上之意涵與未來研究建議，供企業日後在進行產品規劃或制定決策、以及後續研究人員做參考。</p> <p> </p><p>In an era with numerous similar products, companies offer a variety of products for consumers to choose from. Establishing an emotional connection with consumers and maintaining long-term attachment relationships are actively pursued by every enterprise. This includes participating in social welfare activities, among other efforts. Therefore, this study explores whether companies can impact customer brand attachment by implementing social responsibility, thereby enhancing brand value and competitive advantage for the company.</p> <p>This study focuses on the apparel industry, with consumers who have purchased clothing brands in the past six months as the main survey group. The data collection tool employed was a structured questionnaire, distributed to 203 respondents, with 176 valid responses obtained. The empirical results indicate that, under the control of product quality, the implementation of corporate social responsibility has a positive impact on consumers’ brand attachment. Based on the research findings, implications for brand management and future research recommendations are proposed, serving as references for businesses in future product planning, decision-making, and for subsequent researchers.</p> <p> </p>